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    AL & Schneider

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    Hardik Semlani
    Ashok Leyland was facing challenges due to downturn in the automobile industry and only capturing 3% of vehicles' total cost of ownership. It realized it needed to transform digitally from focusing on 3 C's to 5 C's including customers, company, competitors, collaborators and context. Ashok Leyland explored technologies like artificial intelligence, blockchain, chatbots and digital twins for transformation. It faced major challenges changing organizational culture and structure to focus on new technologies. The transformation helped Ashok Leyland increase its competitive edge and share of total vehicle ownership costs.

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    AL & Schneider

    Uploaded by

    Hardik Semlani
    35 views2 pages
    Ashok Leyland was facing challenges due to downturn in the automobile industry and only capturing 3% of vehicles' total cost of ownership. It realized it needed to transform digitally from focusing on 3 C's to 5 C's including customers, company, competitors, collaborators and context. Ashok Leyland explored technologies like artificial intelligence, blockchain, chatbots and digital twins for transformation. It faced major challenges changing organizational culture and structure to focus on new technologies. The transformation helped Ashok Leyland increase its competitive edge and share of total vehicle ownership costs.

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    Ashok Leyland was facing challenges due to downturn in the automobile industry and only capturing 3% of vehicles' total cost of ownership. It realized it needed to transform digitally from focusing on 3 C's to 5 C's including customers, company, competitors, collaborators and context. Ashok Leyland explored technologies like artificial intelligence, blockchain, chatbots and digital twins for transformation. It faced major challenges changing organizational culture and structure to focus on new technologies. The transformation helped Ashok Leyland increase its competitive edge and share of total vehicle ownership costs.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    35 views2 pages

    AL & Schneider

    Uploaded by

    Hardik Semlani
    Ashok Leyland was facing challenges due to downturn in the automobile industry and only capturing 3% of vehicles' total cost of ownership. It realized it needed to transform digitally from focusing on 3 C's to 5 C's including customers, company, competitors, collaborators and context. Ashok Leyland explored technologies like artificial intelligence, blockchain, chatbots and digital twins for transformation. It faced major challenges changing organizational culture and structure to focus on new technologies. The transformation helped Ashok Leyland increase its competitive edge and share of total vehicle ownership costs.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Q19:-

    Questions considered while developing Digital Twin :-

    1. How to use Data Analytics to offer value added services?


    2. How to capture a greater share of a truck’s Total Cost of Ownership (TCO)?
    3. How to predict failure & drastically reduce down time?
    4. How to put more money in fleet owner’s pocket.

    Focus while developing new business model :-

    Focus of Ashok Leyland while developing new business model was increase its pie in
    the Total Cost of Ownership. It had 7% share while rest goes to other players such as
    Insurance Providers, Fuel Companies etc

    Ashok Leyland understood very early on that the concept of focusing on 3 C’s (Customer,
    Company, Competitor) had to be modified, and it was time to focus on the 5 C’s
    (Customer, Company, Competitor, Collaborator, Context).

    How will this help Ashok Leyland :-

    - It will help them to survive one of the biggest downturn in automobile industry
    - Leveraging technology in solving business challenges
    - In TCO of 3 Cr, AL captures only 3% currently & this will help then increase the share.

    Top 3 challenges of rolling out Digital Transformation

    1. Change the overall culture of the company


    2. Integrate the company in such a way that all its multiple divisions are connected & there
    is high cooperation
    3. Change the organization structure to bring in a team of experienced in & focus on
    adopting latest technology.
    Top 3 benefits of rolling out of the project

    1. Competitive edge over competition


    2. Survive the downturn in automobile Industry
    3. Increase the Total Cost of Ownership of the vehicle

    Top 3 major learning from the Ashok Leyland Case for other organizations :-

    - Agility :- If we are not agile then we could loose out competitive edge very rapidly;
    technology is disrupting businesses.
    - Culture :- Digital culture in the organization has to be built. Leaders need to build a
    digital appetite in the organization.
    - Key Enablers :- Digital road map, Right people, Right tools, Right technology Right
    resources.

    Synopsis

    Mr. Venkatesh Natrajan, SVP of Ashok Leyland(AL) was in a make or break situation with a
    downturn in Automobile Industry & had hardly 7% share in Total cost of ownership of the vehicles
    sold by them. It then dawned upon him for age of digitalization in AL & their Digital
    Transformation.

    AL understood that they had to move from 3C’s to 5 C’s which are customer, company,
    competitor, collaborator & context. AL explored possibilities of leveraging Artificial Intelligence,
    Blockchain, Chatbot & Digital Twin for their digital transformation.

    However, they faced major challenges in this journey of transformation wherein the complete
    culture of the organization was to be changed & very high level of trust & cooperation was to be
    build in the team. Also they had to bring experienced team to focus on latest technology. They
    used concepts of ABCD ( AI, Block Chain, Chat Bot & Digital Twin) & created SRM, CRM & Dealer
    Management System Tools. Concept of 130000+ connected vehicles & usage of I alert, e diagnostics &
    Service Mandi ( Agnostic Platform).

    The major advantages AL had was shifting from a product based organization which was on
    downturn to a solution based organization & gave them a very high competitive advantage in the
    market. Managing the wide network also increased the customer satisfaction level. Study of this
    journey can help similar organizations to develop, nurture & prepare their team with key insight
    in process & product.

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